Do Engagement Rates Impact Social Media Success?. We need more fans and followers! Let’s boost that for more reach! Should you be measuring engagement rates as part of your social media metrics? Her social tech vendor had this to say about engagement rates (ER): “ER has been universally denounced as a metric for success. This is why we introduced the Brand Awareness objective, which optimizes campaigns to deliver to those who are most likely to pay attention to your content, rather than engage. Attention directly correlates to higher ad recall which drives brand metrics and is an important measurement for most brands.” So does all of this mean we should stop looking at engagement rates? Webcast, November 10th: Content Promotion Tactics I Used to Grow from 0-35,000 Unique Visitors in 6 Months As I recently wrote in a post for {grow} on social analytics, we are usually asked to look at three types of KPIs: Awareness Engagement Conversion Engagement rates still “count” for us for many reasons, with one of the biggest being the ability to understand the success of our content marketing efforts. Don’t rely on one social media metric to gauge success. Remember that engagement can be a flawed metric.
Engagement rates have long be sought after when it comes to
social media success.
We need likes! We need more fans and followers! Let’s boost
that for more reach! Pay for ALL the video views!
But for plugged-in marketers, whisperings of engagement and
engagement rates being “dead” are all around us.
So what’s the deal? Should you be measuring engagement rates as
part of your social media metrics?
Here’s our stance.
Harsh Truths Surrounding Engagement
First, the bad news (I knew this
was coming back in July!).
When discussing engagement rates with one of my networking
groups, Kimberly Price, Senior Content Strategist at Merkley + Partners, had a few
direct quotes that raised some eyebrows.
Her social tech vendor had this to say about engagement rates
(ER):
“ER has been universally denounced as a metric for success. This
is largely because ER is misleading since it’s based on the
denominator in the equation: if you have low impressions your ER
looks higher than if you have high impressions. That’s why it looks
off when you bid for reach.”
And her Facebook rep had similar sentiments:
“Engagement isn’t a metric we recommend clients focus on, given
that likes and other engagement have repeatedly demonstrated
limited correlation with business outcomes like offline sales or
brand lift. This is why we introduced the Brand
Awareness objective, which optimizes campaigns to deliver to
those who are most likely to…
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